Sony and CBS Unveil 3D Consumer Research Center

Sony Electronics and CBS announced “The Sony 3D Experience.” This research center and screening facility will focus on consumer preferences and perceptions toward 3D programming, as well as how broadcasters and studios can best deliver 3D content for viewing both in and out of the home.

According to the statement, The Sony 3D Experience will be located within the expanded CBS Television City research facility at MGM Grand Hotel & Casino in Las Vegas. The new center is also being supported by RealD, which is providing its advanced 3D filters and eyewear to help complete the 3D experience.

“Just as Sony and CBS led the way to establishing some of the most compelling HD programming for consumers, the time is right for a dedicated resource devoted to studying 3D in all its forms,” said Mike Fasulo, Sony Electronics’ executive vice president and chief marketing officer. “3D is a reality, as shown by the success of 3D movies and alternative programming like live events and sports, and we expect more 3D content and delivery options to emerge.”

The facility is divided into two primary zones: 3D theatrical entertainment; which will preview and promote the latest 3D motion picture releases; and 3D home entertainment, which will highlight and demonstrate the newest trends for 3D in the home, including 3D compatible HDTVs, PlayStation 3 systems and upcoming Blu-ray 3D players and titles.

Additionally, consumers will be able to learn about the latest 3D developments, such as the upcoming launch of the ESPN 3D Network and the new 3D channel resulting from a joint venture among Discovery Communications, IMAX and Sony.

“This new extension of our research facility in Las Vegas was designed to provide visitors with hands-on access to the most cutting-edge home entertainment technology available and while doing so, offer content and technology providers continuous user-feedback and research,” said David Poltrack, Chief Research Officer and President of CBS Vision. “We are pleased that a company as distinguished as Sony has stepped up to be the first player not only because the company has long been a leading innovator but also because it is focusing on the most exciting and talked-about new technology which is 3D.”

CBS Television City at MGM Grand is a well-established research facility that incorporates traditional qualitative and quantitative methods like focus groups and surveys, as well as advanced bio-metric techniques such as eye tracking and brain scanning using NeuroFocus technology, in a transparent research environment. The facility provides singular, organic access to more than 1.1 million visitors annually, representing a geographic, demographic and psychographic cross-section of the US consumer population. As a result, highly specific consumer samples can be easily recruited from a visitor population that has historically been highly inclined to participate in media, entertainment and advertising research efforts.

The Sony 3D Experience is one of several recent Sony initiatives in the 3D arena. The company also just unveiled its new 3D Technology Center on the Sony Pictures Entertainment lot in Culver City, Calif., which will offer industry professionals the opportunity to learn more about the techniques and equipment for 3D production and content creation.